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BizReport : Research archives : December 12, 2012

Nexage: LBS shows strong growth

With more consumers converting from feature to smartphones and adopting tablets to stay hyper connected, it is no surprise that advertisers and brands are also pushing hard into the mobile space. According to a new report from Nexage, mobile CPMs showed a 44% quarter to quarter growth rate from Q2 to Q3 2012.

by Kristina Knight

Much of the increase is due to the ability to hyper-target consumers based on location.Location-enabled impressions, according to the report, are giving CPMs between two and five times higher than average while rich media and video CPMs are between five and ten times higher.

"We are seeing a 30% per month growth in location demand, driven by two primary factors: 1) the growth of location-specialized byers, and 2) the expansion of other buyers targeting capabilities," was written in the report. "Publishers see the same trends and are responding. We are seeing 33% per month growth in location-enabled impressions."

And, don't count out rich media and video. According to the Nexage report rich media and video impressions grew at a rate of 19%, making up about 26% of traffic; publishers have embraced these units by enabling both smartphone and tablet versions of these units.

Finally, the Nexage report indicates that real time bidding is grabbing a strong hold on the mobile space, more than doubling its revenue share over the second and third quarters (2012).

"Publishers are increasingly placing premium inventory on RTB exchanges, with their audience increasingly enabled with location, demographic and device ID data," was written in the report. "This is an important trend...we are seeing new buyers on RTB: ad networks that are extending their businesses, trading desks and advertisers that are seeking a direct seat on the exchange."

The full report can be downloaded here.

Tags: lbs trends, location based targeting, mobile marketing, mobile marketing trends, Nexage

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